International Business Communications --- Crossing the Language Barriers in Exporting-Importing

English is the principal language of world trade. Knowledge of more than one language is helpful in exporting, but it is not a prerequisite.

In international business, knowing how to speak and write in English is a necessity. However, proficiency in English or any languages is not a guarantee of export success. Being able to speak and write in the buyer's language will be advantageous in countries where the use of the native tongue is of national pride.

Learning a language other than English in order to export is not absolutely required, as translation services are readily available in most countries. Certain countries even have foreign language escort services to accommodate the exporters' needs. The services of the foreign language escorts are to translate for and accompany the foreign buyer on dining and tour. The escort usually knows very little or nothing about the products of the exporter.

English is not the official language in many countries. Learning a language like English can be tedious. It is important to understand that an English word is not always pronounced the same way everywhere. The varied pronunciation is influenced by the native tongue and ethnic background.

There is no such thing as perfect English. It is not uncommon to hear the novice export person say "I don't quite understand what the buyer has said" (in English). Ironically, the export person is often not from the English speaking country, while the buyer is from U.S.A., United Kingdom, or another English speaking country.

The export person may have spent several years mastering the so-called correct English pronunciation. A different accent puts the export person at a disadvantage. The U.S.A., like Canada, is a multicultural society having a diverse ethnic background. The people in the United Kingdom usually speak English, Welsh and Gaelic.

Fluency in a language is merely a tool to facilitate communication. To fully understand what the buyer says and wants is the essence of export communication. An exporter having difficulty in conversation and comprehension seldom arouses the buyer's interest.

Sometimes it may be impolite to say 'No' directly to show disagreement in such countries as the Japan and China. 'Yes' may mean what is said is understood, but not necessarily accepted. In exporting and importing, it is important to say what is meant and to mean what is said.

The exporter must verify with the buyer in case of doubt about the message received. Do not guess or assume, for example, that the word "dinero" in the message "We want to have the dinero at 6 p.m." must be "dinner." The word "dinero" in Spanish means money.

The use of language 'mixtures' in export communication must be avoided because it may generate confusion.